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Journal : Alignment: Journal of Administration and Educational Management

Pengaruh Customer Relationship Management dan Brand Image terhadap Kepuasan Pasien Rawat Jalan dengan Keputusan Berkunjung sebagai Variabel Intervening pada Instalasi Rawat Jalan Klinik Khadijah PKU Muhammadiyah Muncar Kurniawati, Indah; Ni Nyoman Putu Martini; Toni Herlambang
Journal Of Administration and Educational Management (ALIGNMENT) Vol. 9 No. 2 (2026): Journal Of Administration and Educational Management (ALIGNMENT)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/xe2xam36

Abstract

This study aims to analyze the influence of Customer Relationship Management (CRM) and Brand Image on outpatient satisfaction, as well as their indirect influence on the decision to visit through patient satisfaction as an intervening variable at the Khadijah PKU Muhammadiyah Muncar Outpatient Clinic. The research method used was quantitative with an explanatory research approach, involving 100 outpatients as a sample through accidental sampling. Data analysis was performed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results show that CRM and Brand Image have a positive and significant influence on patient satisfaction, with CRM having a more dominant influence; meanwhile, the influence of CRM and Brand Image on the decision to visit occurs indirectly through patient satisfaction as a full intervening variable. In conclusion, improving the quality of CRM and Brand Image will increase patient satisfaction, which in turn encourages patients' decisions to revisit the clinic.   Keywords: Customer Relationship Management, Brand Image, Patient Satisfaction
Co-Authors Abdul wachid b.s Ade Eviyanti Adji, Iwan Setiawan Adyani, Asta Ahyan, Ahmad Al Amin, Muhammad Almunawar, Syaiful Alvionita, Gita Taris Amelia, Rosa Andi Susilawaty, Andi Ariestanti, Yenni Astomo, Reynanda Bagus Ayu Asmarani, Nimas Ayu Saputri, Yuke Dea Ayu, Runita Batutah, Moh Arif Beni Suhendra Winarso Boonsawad, Panicha Christiana, Indah Danti, Renita Rizkya Dedi Haswan Dedy Wahyudi Desi Trianita Dian Retnaningdiah, Dian DODIK LUTHFIANTO Elia Yuswita Fadhilah, Sumaniyatun FADIAH, NUR Fahma Kusumawati, Izza Fajrin, Fitriana Ikhtiarinawati Fitriyya, Munaaya Habibi Habibi Hadi Kusnanto Hakiki, Miftahul Hamid, Abdurrahman Hariani, Wahyu Fuji Hariyani, Wahyu Fuji Harjadi, Prih Heny Wulandari Hunaify, Dini Aliviyya Husnul Muthoharoh Indriayani, Iis Irmawanto, Rudi Jamiatun Jamiatun, Jamiatun Jatmiko Susilo Kamil, Annisa M. Akmal Rais Mahmuddin Mahmuddin Mariati Tamba Marliana, Thika Marni, Erna Maya Sova Miranda, Gita Muhammad Rahman, Rizky Munawir Amansyah Murtiningsih Murtiningsih Mustari, Sri Muzakar Isa Nabila, Rizka Sheema Nadirahilah, Nadirahilah Ni Nyoman Putu Martini Nugroho, Kristianto Dwi Nuristy Brillian Ainindyahsari Winarna Nurlita, Ayunda Osman, Suhaila Binti Prasetyawati, Dian Pratama, Rully Putra Surya Pratiwi, Regita Eka Raden Mohamad Herdian Bhakti Rakhmat Hidayat, Rakhmat Ramadhana, Siva Restiandita, Arzyka Retno Dewi Noviyanti Reynanda Bagus W.A Reynanda Bagus Widya Astomo Reynanda Bagus Widyo Astomo Ridho Akbar Ridho Akbar Ridho, Achmad Rasyid Rifky Zulhardi, Rifky Rosa, Tina Safi’i , Achmad Saputro, Muhammad Novianto Bayu Sari, Diana Purnama Sativa, Adinda Oryza Siti Resmi Sri Hartini Sri Rahayu Suaidi Ahadi Suganda, Aa? Batara Suhendra Winarso, Beni Sujinah Sujinah Susilo†, Jatmiko Suyono Suyono Toni Herlambang Triuli Novianti, Triuli Utami, Maudy Nabila Wahyu Yuwono, Wahyu Widayati, Titik Wijaya, Arjuna Nurmansyah Wijayanti, W WINARNO Winarno, Winarno Yani Suryani Yanuar , Ignatius Erik Sapta Yeni Safitri Yessie Ardina Kusuma Yuberti Yudha, Satria Sandi Yuliarni, Resti